Customers at the Core

Schieffer, Robert; Leininger, Eric
January 2008
Marketing Management;Jan/Feb2008, Vol. 17 Issue 1, p30
While many companies claim to be "customer-focused," "customer-driven," or even "customer-centric," they are often operating far from best practices. Companies frequently collect input from target customers, but fail to dig into the fundamental reasons behind consumer purchase decisions. Companies that drive their marketing and business strategies through the gathering, dissemination, and application of deep customer insights obtain powerful, profitable sustainable competitive advantages for their brands. This article introduces a framework for assessing organizational capability in generating and applying consumer insights. It also offers tips to accelerate an organization's return on investment from consumer insight professionals.


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